Self-care sales boost: Rising demand for ‘efficient nutrient consumption’ drives growth for Asahi-owned supplement brand

By Hui Ling Dang

- Last updated on GMT

Dear-Natura recently launched a supplement drink powder that claims to pack “the necessary nutrients of one meal in a cup”. ©Asahi
Dear-Natura recently launched a supplement drink powder that claims to pack “the necessary nutrients of one meal in a cup”. ©Asahi

Related tags Japan Asahi Meal replacement supplementation

Asahi-owned Dear-Natura saw a 106% increase in sales volume last year, making it the 15th consecutive year where the brand has experienced an upward trend in growth since its launch in 2007.

In recent years, the Japanese supplement market has been growing steadily as the concept of self-care takes root among consumers, who are making extra effort to manage their own health.

This observation is made by Dear-Natura, a supplement brand under Asahi Group Foods, which had obtained a year-on-year growth rate of 6% in 2022.  

In a survey by Asahi Group Foods last December, more than 50% of the respondents expressed their wish to “finish breakfast quickly”.

Furthermore, one in three people said that they want to consume nutrients “as efficiently as possible”, and that it is difficult to get sufficient nutrients for the day from food intake alone.

The survey included 2,150 men and women aged 20 years and above.

To address this growing demand for efficiency in nutrient consumption, Dear-Natura has recently launched a supplement drink powder that claims to pack “the necessary nutrients of one meal in a cup”.

“One serving (54g) of Dear-Natura ONE-S consists of 27 types of nutrients, including protein, vitamins, minerals, dietary fibre, and omega-3 fatty acids. Just mix the powder with water to obtain all the nutrients of a well-balanced meal easily and tastily.

“Depending on the consumer’s lifestyle, it can be taken in place of breakfast, or it can be a quick substitute for lunch on busy days. Each serving contains less than 200 kcal, so it is also suitable for those who are concerned about calorie intake,” ​Yoshiie Horii, Senior Manager, Corporate Communications/Public Relations, Asahi Group Holdings, told NutraIngredients-Asia​.

The nutritional value is calculated based on the standard dietary intake of a Japanese aged 18 years or older, which comprises a staple food, a main dish, and a side dish per meal.

“Moreover, with its grapefruit yoghurt flavour, it is easy to drink and has a refreshing taste that makes one feel good,” ​Horii added.

Continuous development

Currently, there are approximately 100 products under Dear-Natura’s portfolio, including supplements in various formats such as tablet, capsule and powder.  

Some of the consumer segments that the brand is targeting include pregnant and breastfeeding mothers, active individuals, as well as people who have concerns regarding skin care, ageing, bone and teeth health, and more.

“Our supplement tablets are designed to be easy to swallow, and protein powders characterised by delicious flavours that incentivise consumers to continue drinking them for the long term. Importantly, no colourants are added to our products.”

The brand is available in drugstores across Japan, and e-commerce platforms such as Rakuten, Lohaco, and Amazon Japan.

“Dear-Natura will continue to expand our product portfolio and develop supplements that comprehensively cater to the diverse needs of consumers, including foods with functional claims,” ​Horii shared.

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